During the promotions of the Malayalam film Athiradi, one thing that clearly stood out was actor-producer Basil Joseph’s infectious and innocent laughter. If you were among those exposed to Athiradi’s promotional content, chances are Joseph’s now-viral laugh stayed with you long after.
The banter between the cast, including Tovino Thomas, Vineeth Sreenivasan, and Shaan Rahman, along with their goofy jokes, became the core of the film’s promotions. While many viewers enjoyed the camaraderie, others found it a bit cringe. So, did the strategy pull audiences into theatres or push them away?
Now, a day after its theatrical release, the box office numbers seem to have answered that question and they have clearly favoured the film.
Directed by Arun Anirudhan, Athiradi also stars Riya Shibu alongside Basil and Tovino. The unique combination of cast members and the intriguing clash between a singer and a college boy added to the film’s appeal. Interestingly, the makers chose to release the trailer just a day before the film’s theatrical debut.
Box office numbers speak
Basil Joseph and Tovino Thomas have reportedly scored one of their career-best openings with Athiradi.
Given its strong pre-sales, the film was always expected to open well. According to a report by Koimoi, Athiradi began with a 26 percent occupancy in morning shows, which rose to 33 percent in afternoon shows. Evening shows recorded 45 percent occupancy, while night shows surged to an impressive 61 percent.
According to Sacnilk, the film earned approximately Rs 5.55 crore on Day 1 at the Indian box office, with nearly Rs 5.38 crore coming from Kerala alone.
The makers had also organised paid previews on Wednesday evening, which collected Rs 52 lakh, taking the film’s total domestic collection to Rs 6.07 crore.
In terms of gross revenue, Athiradi has reportedly earned around Rs 7.04 crore within India. Overseas collections added approximately Rs 3.50 crore, taking the film’s total worldwide gross to an estimated Rs 10.54 crore, including paid previews.
About the film
The story unfolds against the backdrop of a vibrant college festival. An energetic student named Samkutty, played by Basil Joseph, takes it upon himself to revive a long-banned campus festival.
His ambitions trigger an ego clash and turf war with a powerful local rival, played by Tovino Thomas. The equation further changes with the arrival of a third character, escalating the campus chaos.
The film is being produced by Basil Joseph’s production banner along with Doctor Ananthu Entertainments. Interestingly, after Minnal Murali, Athiradi marks the reunion of Basil Joseph, Tovino Thomas, Sameer Thahir, and Arun Anirudhan. The film’s script has been co-written by Paulson Skaria and Arun Anirudhan.
